1. Bagus Nurcahyo, Dr. Programme of Study of Marketing Management Undergraduate Programme of Business & Entrepreneurship Gunadarma University WEB BASED MARKETING

2. Any company or organization that: Sells Sells Supports Supports Educates Educates Wants to grow Wants to grow Essentially, every company or organization can benefit from a professional web site. Who Needs a Web Site?

3. Improve Your Image Improve Your Image Create a higher Presence Create a higher Presence Expand Your Market(s) Expand Your Market(s) Attract Investors, Partners, and Employees Attract Investors, Partners, and Employees Distribute Information Quickly and Cost Effectively Distribute Information Quickly and Cost Effectively Utilize Email Effectively Utilize Email Effectively A web site lets ANYONE, ANYWHERE, find you ANYTIME. Why Do You Need One?

4. What information should it have? What information should it have? How should it be organized? How should it be organized? How should it look? How should it look? Who should create it? Who should create it? Who will maintain it? Who will maintain it? Hosting options Hosting options How much will it cost? How much will it cost? Your Goal: A Professional Web Site that LOOKS GOOD, LOADS FAST, and WORKS WELL Creating a Web Site

5. Printed Material Printed Material Company History Company History Product/Service Literature Product/Service Literature Business Philosophy/Goals Business Philosophy/Goals News and Events News and Events Job Openings Job Openings Contact Information Contact Information Your Web Site Must Provide a Method for Visitors to Initiate Personal Contact with You What Information Should It Have?

6. Your Home Page Your Home Page Defining Major Areas of the Site Defining Major Areas of the Site Internal Pages for Each Area Internal Pages for Each Area Navigating the Site Navigating the Site Site Maps and Searchs Site Maps and Searchs Your Visitors Need to Find the Information They Are Seeking Quickly and Easily How Should it be Organized?

7. Look at Your Business Card and Letterhead Look at Your Business Card and Letterhead Colors and Fonts Colors and Fonts Text and Pictures Text and Pictures Sound, Animation and Video Sound, Animation and Video Consistency of Design Consistency of Design If Your Web Site and Printed Materials Have a Similar Look, Your Visitors Will Remember You More Easily How Should It Look?

8. In-House vs. Third Party In-House vs. Third Party How Is Printed Material Created? How Is Printed Material Created? Does it Fit Anyone’s Current Job? Does it Fit Anyone’s Current Job? Can You Spare the Resources? Can You Spare the Resources? Creation Tools Creation Tools Planning for the Long-Term Planning for the Long-Term The Newsletter Analogy The Newsletter Analogy Many Companies Try to Create Their Own Sites and Then Hire Someone Later to Finish the Job Who Should Create It?

9. Same Issues as Site Creation Same Issues as Site Creation Look Carefully at Your Resources Look Carefully at Your Resources Over the Counter Software Over the Counter Software If Created Well, Internally Designed Sites Can be Maintained by Third Parties and Vice Versa Who Will Maintain It?

10. Domain Names Domain Names Free Hosting & Domain Forwarding Free Hosting & Domain Forwarding Third Party Hosting Third Party Hosting Internal Hosting Internal Hosting Email Considerations Email Considerations Forms, Databases and Programs Forms, Databases and Programs The Internet is a Global Network. Your Site Can Physically Be Anywhere Hosting Options

11. Domain Name Cost Domain Name Cost Hosting Cost Hosting Cost Design Cost Design Cost Maintenance Cost Maintenance Cost Software Cost Software Cost A Small Business Site Can Cost Under $2,500 A Large, Fancy Site Can Cost $50,000 or More How Much Will It Cost?

12. Contact Forms Contact Forms Site Maps Site Maps Email Lists Email Lists Newsletters Newsletters Ecommerce Ecommerce Keywords and Meta Tags Keywords and Meta Tags Most Successful Sites Give Visitors a Reason to Come Back and Visit Again Features to Include

13. Large Images Large Images Background Music Background Music Video Video Non-Standard Plug-Ins Non-Standard Plug-Ins Entry Pages Entry Pages Cookies Cookies If Your Site Isn’t Visitor-Friendly People Won’t Stay and They Won’t Come Back Features to Avoid

14. Ecommerce Ecommerce Newsletters Newsletters Coupons and Specials Coupons and Specials Updates, Upgrades and Online Support Updates, Upgrades and Online Support Creating an Email List Creating an Email List Search Engines and Link Trades Search Engines and Link Trades A Web Site Helps You Stay Available for Your Customers and Prospects Marketing on the Web

15. News News Events Events Special Offers Special Offers Reinforce Your Relationship Reinforce Your Relationship Drive People to Your Site Drive People to Your Site The Costs of Email Marketing The Costs of Email Marketing Be a Resource Without Being a Pain You’ll be Remembered and Appreciated Marketing with Email

16. E-commerce Business Models Business models—a method of doing business by which a company can generate revenue to sustain itself Business models—a method of doing business by which a company can generate revenue to sustain itself Examples: Examples: Name your price Name your price Find the best price Find the best price Dynamic brokering Dynamic brokering Affiliate marketing Affiliate marketing

17. E-commerce Business Plans and Cases Business plan: a written document that identifies the business goals and outlines the plan of how to achieve them Business case: a written document that is used by managers to garner funding for specific applications or projects; its major emphasis is the justification for a specific investment

18. Structure of Business Models Business model: A method of doing business by which a company can generate revenue to sustain itself Business model: A method of doing business by which a company can generate revenue to sustain itself

19. Structure of Business Models (cont.) Revenue model: description of how the company or an EC project will earn revenue Revenue model: description of how the company or an EC project will earn revenue Sales Sales Transaction fees Transaction fees Subscription fees Subscription fees Advertising Advertising Affiliate fees Affiliate fees Other revenue sources Other revenue sources

20. Structure of Business Models (cont.) Value proposition: The benefits a company can derive from using EC Value proposition: The benefits a company can derive from using EC search and transaction cost efficiency complementarities lock-in novelty aggregation and interfirm collaboration

21. Exhibit 1.4: Common Revenue Models

22. Typical Business Models in EC 1. 1.Online direct marketing 2. 2.Electronic tendering systems tendering (reverse auction): model in which a buyer requests would-be sellers to submit bids, and the lowest bidder wins 3. 3.Name your own price: a model in which a buyer sets the price he or she is willing to pay and invites sellers to supply the good or service at that price

23. Typical Business Models in EC (cont.) 4. Affiliate marketing: an arrangement whereby a marketing partner (a business, an organization, or even an individual) refers consumers to the selling company’s Web site 5. Viral marketing: word-of-mouth marketing in which customers promote a product or service to friends or other people

24. Typical Business Models in EC (cont.) 6.Group purchasing: quantity purchasing that enables groups of purchasers to obtain a discount price on the products purchased 7. SMEs: small to medium enterprises 8.Online auctions

25. Typical Business Models in EC (cont.) 8.Product and service customization customization: creation of a product or service according to the buyer’s specifications 8. 8.Electronic marketplaces and exchanges 9. 9.Value-chain integrators 10. 10.Value-chain service providers

26. Typical Business Models in EC (cont.) 12. 12. Information brokers 13. 13. Bartering 14. 14. Deep discounting 15. 15. Membership 16. 16. Supply chain improvers Business models can be independent or they can be combined among themselves or with traditional business models

27. Example of Supply Chain Improver Orbis Group changes a linear physical supply chain to an electronic hub Traditional process in the B2B advertising field

28. Example of Supply Chain Improver (cont.) ProductBank simplifies this lengthy process changing the linear flow of products and information to a digitized hub ProductBank simplifies this lengthy process changing the linear flow of products and information to a digitized hub

29. Bagus Nurcahyo,Dr. Programme of Study of Marketing Management, Undergraduate Programme of Business & Entrepreneurship, Gunadarma University, Margonda Raya St. No. 100, Pondok Cina, Depok, Phone: 021-78881112 ext 456 Mobile: 08161112590 Official site: http://bagus.gunadarma.ac.idhttp://bagus.gunadarma.ac.id Web Blog: http://gus-nur69.wordpress.comhttp://gus-nur69.wordpress.com E-mail: bagus@gunadarma.ac.idbagus@gunadarma.ac.id bnur_c@yahoo.com